Ford’s big cat seeks attention

Why it Matters

Introducing a new model generates interest in the brand, and the flagging Ford division needs all it can get. Dearborn has poured billions into the venerated British marque only to see little or no profits. The entry-level X-Type has been in production for nearly eight years, is much maligned and is a sales flop. A positive response from consumers for the XF is needed. Unfortunately, the S-Type replacement’s styling has been controversial at best, which is not the kind of interest Ford is looking for. Pricing on the base model starts at $49,995 and the super charged version at $62,975.

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